Just in time! their anniversary sale is coming up, i'm guessing it will be August 17th this year as it's usually the second or third Thursday in August and since we haven't heard anything about the sale today, i'm assuming it is next week.
It's their 44th anniversary, in the past the discount reflected the anniversary date (i.e. 2015 it was 42% off to celebrate their 42nd anniversary) except last year it was 40% off so maybe the discount was getting too high and they're sticking with 40%.
Either way, thanks OP for the heads up!

For those buying the gift cards online, be mindful of shipping time. If you're thinking of using them for the anniversary sale, you might not get them in time. i would suggest you go to the store and purchase them there.
Don't forget your cashback sites!